Google AdWords Begins Using Machine Learning to Understand Purchase Intent.
One of the most notable machine learning innovations that Google AdWords has announced recently is the addition of in-market audiences for search ads.
Businesses who are looking to expand their organic website traffic will be able to do so by using this in-market audience feature. The feature allows for targeting of those who have already made searches within the business's category of products and services.
The way in-market audiences utilizes machine learning is explained by Google here:
“It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.”
Google Attribution
Google Attribution is another feature Google AdWords will be rolling out in the near future that also relies on machine learning technology. Combining data from AdWords, Analytics, and DoubleClick, businesses can gain greater insight into the effectiveness of their marketing.
This new innovation will be able to collect data at all stages of the customer journey. When the customer first touches the brand to when they click "buy", the system will be able to measure it all. At that point, data-driven attribution will determine the credit assigned to each stage of the purchase process using machine learning.
Currently, Google Attribution is only available in beta to a limited number of advertisers. The company says it will be rolled out to more advertisers in the coming months.
At this point in time, only a limited number of advertisers will be able to try Google Attribution in Beta. The system will be rolled out to more advertisers in the coming months according to Google.
Store Sales Measurement
The last new innovation announced by Google was store sales measurement at the device and campaign levels. This new feature will be coming to Adwords in the near future and will allow advertisers to measure the revenue earned in-store from online advertising efforts.
That means businesses will soon be able to use AdWords to track both store visits that were generated from online ads, and how much revenue was earned from those visits.
Being able to track store visits and how much revenue was generated by those visits should help business owners gain more visibility into the effectiveness of their Adwords advertising dollars.
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